Emails are a great way to send people information about something, updates, or other business ventures and forms of communication. Businesses have taken advantage of the prevalence of emails to market their products, and bring people’s attention to their companies and their activities. Sometimes, companies team up and invest in a joint comarketing venture to offer consumers an offer that combines the best of both worlds.
In this way, a lesser known brand can be uplifted by the comparatively more popular brand. The brands will also have a wider audience, and more features. We will examine the advantages and disadvantages.
| Benefits of Co-marketing Emails | Drawbacks of Co-marketing Emails |
| Creates a wider audience | Poor performance reflects on both companies equally |
| Cost effective comarketing emails are a benefit | Not many subscribers are comfortable with the offers that both brands put up |
| Creative campaigns can be conducted | Emails can contain clickbait |
| Number of subscribers increases exponentially | A proper analysis of the success of the campaign cannot be conducted |
| Co-marketing emails promise possible future partnerships | Many emails remain undelivered |
| More resources at lesser costs can be poured in creating the best campaign emails | |
| Co-marketing email provides separate information regarding both brands | |
| Surveys and questionnaires can be conducted easily via co-marketing mails |
ADVANTAGES OF CO-MARKETING EMAILS
- Creates a wider audience.
The combined venture of co-marketing emails casts a wide net that ensnares a larger audience. The target audience increases to create a uniform group that encapsulates the subscribers and fans of both brands. A co-marketing email venture increases the number of subscribers in the mailing list.
- Cost effective comarketing emails are a benefit.
When two brands decide to partner up, they can pool talent and resources to create a successful partnership. Co-marketing emails are a boon on the environment — instead of printing several pamphlets which end up becoming litter, technology helps by sending information to subscribers as well as non-subscribers virtually. There is a dearth of littering, and it is cost effective as well.
- Creative campaigns can be conducted.
Co-marketing emails allow for some space in which creativity can be unharnessed. New pitches can be shared on a regular basis to ensure the success of the co-marketing email campaign. Participating brands can knock heads and roll out ideas which will help increase subscribers and prove beneficial to both businesses.
- Number of subscribers increases exponentially.
A co-marketing email campaign ensures at the basest level that the subscribers of a brand get to know about the activities and updates that are put forward by the respective companies. This way, the subscribers can get their hands on this knowledge, and share or forward these emails to other groups. Therefore, the number of subscribers also increases.
- Co-marketing emails promise possible future partnerships.
A successful co-marketing email campaign will ensure that the brands remain of good professional terms and there is a high likelihood of them working together again in the future. A successful co-marketing email campaign will also draw in possible partnerships from other brands. This will help boost the image of both concerned brands.
- More resources at lesser costs can be poured in creating the best campaign emails.
When two brands come together, they can pool in resources to come up with an attractive co-marketing email campaign to gain subscribers. This way, the need for extra expenses like designing, advertisements, etc., can be eliminated.
- Co-marketing email provides separate information regarding both brands.
Co-marketing emails actually help in promoting the individual faces of the brands that have joined forces to provide subscribers with new offers. If the targeted audience of a certain brand is unfamiliar with the partner company, they can click on the marketing emails sent by the brands to know more.
- Surveys and questionnaires can be conducted easily via co-marketing mails.
One of the best benefits of co-marketing emails is that brands can provide surveys and questionnaires to improve their services and brand image. This also helps to find out a rough average whether the campaign conducted via co-marketing emails is a success.
DISADVANTAGES OF CO-MARKETING EMAILS
- Poor performance reflects on both companies equally.
If a co-marketing email fails to impress subscribers with its promises and offers, this affects the image and finance of the brands that have invested in this joint venture. Even relationships with partnering brands may take a nosedive if this marketing tactic fails.
- Not many subscribers are comfortable with the offers that both brands put up.
While brands partnering up and offering a joint deal seems like a great idea, not many consumers are comfortable with it. In fact, some co-marketing emails fail to make a mark or even fall through because subscribers do not feel confident with partnership, for various personal or business reasons.
- Emails can contain clickbait.
People are put off by most co-marketing emails because companies tend to put a lot of unnecessary and irrelevant material in the mail, and the title does not truthfully convey the actual meat of the matter. Using clickbait actually makes brands lose out on subscribers, yet it is still in wide use.
- A proper analysis of the success of the campaign cannot be conducted.
Since brands pair up to put forward co-marketing emails, it is difficult to decipher variables like which brand performed better, or the brand that people were comparatively more receptive to. Therefore, using co-marketing emails cannot produce an accurate analysis of the success of the campaign conducted by the brands.
- Many emails remain undelivered.
Due to the format of co-marketing emails, these emails are flagged by mail companies and are shifted to the spam column which are deleted automatically by the system after some time. Many subscribers are thus unable to even view these emails, and the email remains undelivered.
There are certainly many advantages when brands pair up and apply marketing tactics like co-marketing emails. The brands become more well known, and successful co-marketing campaigns boost sales of both companies. However, there is a greater likelihood that subscribers may be put off by marketing emails, and unsubscribe from spam mails that contain a fair share of clickbait.
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“Business, marketing, and Branding – these three words describe me the best. I am the founder of Burban Branding and Media, and a self-taught marketer with 10 years of experience. My passion lies in helping startups enhance their business through marketing, Branding, leadership, and finance. I am on a mission to assist businesses in achieving their goals.”